Lottie & Found Re-brand
A new identity for Lottie, the care marketplace for families, and Found, the AI platform for care providers, taken from first sketch to full re-brand and two live websites.
What began as a side project became the rebrand I’d wanted to lead since graduating. Lottie had outgrown its Fiverr logo, and Found had no shared language with it. The brief I set myself: two distinct brands that come together to form a heart. I led the design alongside our head of design, content lead and product designers.
Two sides of care. One heartbeat.
Agency standard. Proudly in-house.
2.5 months
5 designers
from idea to public launch
across the project
2 websites
live on launch day
0 agencies
01
Families + partners + love.
The mark
One shape for families, one for the providers who care for them. Side by side, they make a heart. Lottie owns one half, Found the other, and neither is complete without the other.
The heart’s curves then carry through everything: the icon set, photo crops, product UI
and motion.
02
Meet Henrietta.
Our new typeface
A condensed serif with warmth and a bit of cheek. For the wordmark, I reimagined its letterforms, thickening the stems and refining the details so “lottie” holds up at any size, from a bus side to an app icon. Inter Tight does the reading, from long-form copy to the smallest UI label.
03
A punchier pink.
A simplified colour pallette
Lottie’s pink was already its most recognisable asset, so we doubled down: a bolder Heartbeat with a deep partner in Rosewood. Found took a family of blues. One rule: the two families never share a surface.
04
One graphical language that scales across two brands.
Brand world
The heart’s curve becomes frames, crops and panels: Lottie wears it in pink, Found in blue. Paired with documentary photography and a warmer tone of voice, it holds together from a poster on the street to a keyring on a lanyard.
05
Both front doors, rebuilt
Websites
No brand book left on a shelf. Alongside the head of design, content lead and product designers, we took the identity straight into both product websites: lottie.org and foundcrm.lottie.org.
The people behind it.
My role: concept and logo, typography and colour, iconography and guidelines, and design lead across brand and web.
With Will Donnelly, James Harvey, Laura Mahy, Robin Hill, Ryan Cheetham, Hal Bedford-Smith and Nabil Sharif.